It was Abraham Lincoln who said, “Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing.” This gets at the reputation of the real estate industry. The reputation is what it is, and it’s not good. It’s the tree. (Just look at NAR’s Danger Report.) But how you’re perceived, within the industry, is the shadow — open to interpretation based on your differentiation.
- Understand your reputation. It precedes you. It's how others judge you before they know you.
- Character stories are turning points.
- Human connection is the ultimate source of differentiation.